Pitched and implemented a new direction that transformed the platform from lacking vision to enhancing the overall workflow
Platform Lacks Vision and UX is Broken
What's Meta Business notification platform?
Our product team inherited the Meta Business notification platform, which allows Meta product teams to send personalized and educational notifications to Facebook business page owners, aiding them create advertisements to grow their businesses. This platform contributes significantly to Meta's revenue by adding over 500,000 active advertisers each month.
However, the platform lacks a clear vision or roadmap, and internal users struggle to efficiently create and manage notifications.
Empowering the Team with UX Research
Incremental Iterations Didn't Improve the Fundamental UX Experience. Stepping Back and Learning from Understanding Users and Problems
When we took over this product, the team had no direction. We started from some feature iterations, but it did not instill confidence about the future product direction.
I realized that mere iterations wouldn't improve user experience due to fragmented information architecture. So I conducted a UX audit and created a journey map to understand the ecosystem. Synthesizing research findings, I proposed a product design strategy framework, helping the team identify major issues and devise a one-year plan for a brand-new version to improve stability and efficiency. This involvement in UX research gave the team confidence to evaluate impacts and prioritize projects.
After prioritizing the hundreds of issues and discussing with my team members, 4 challenges were found that fundamentally affect the overall user experience.
Hard to Navigate
The platform's fragmented architecture forced users to jump between multiple pages to find the information and to complete a task, significantly reducing their productivity and making the user experience cumbersome.
Confusing Status
There was a lack of clarity in notification statuses across the platform. Too many statuses were lumped together, requiring users to tap four times to figure out the accurate launch progress.
Unclear Actions
The process for launching notifications was non-linear. The confusing status made it difficult for users to understand what specific actions were needed at each stage, leading to inefficiencies and delays.
Limited Scalability
The fragmented structure of the platform also limited the scalability of the platform team to scale more feature efficiently.
Championing a New Vision
I further boldly pitched and led a new direction to revamp the product into an integrated structure, visualizing the overall conceptual design. The team was inspired and excited by the new vision and dedicated themselves to a comprehensive plan for the new design.
Rebuild a holistic platform that enhances clarity of notification statuses and actions, empowering users to manage notifications effectively.
Restructure Navigation and Visualize Status
Revamped with a centralized dashboard to show granular launch progress, enabling efficient management of notification cycles. The restructure navigation also allow the developers to scale the features efficiently in the future.
Redefine Notification Lifecycle
After analyzing with the engs, I redefined the new statuses from 2 to 5 milestones to reflect accurate progress, using color-coded status bars for visual tracking and guiding users with actionable steps.
Task-Oriented Card Design
To provide the clear actions to the users to improve the task performance, the new information cards now focus on on tasks at each milestone, highlighting call-to-action buttons with essential information.
Lacking the design system also hindered the ability to scale up the features efficiently of this platform.
I established a comprehensive design system to ensure scalability, consistency, and future-proofing, to make it more efficient to iterate the flow in the future.
95%
User satisfaction
95% of the users said that the new structure helps them to manage more efficiently. In the first month, 34% of users chose the new version and never went back to the old version.
61%
Usage Growth
Product adoption rose by 61%. The streamlined process enabled more users to engage with it instantly.
8 Projects
Delivered
8 projects delivered within a year to revolute the holistic user experiences.
Get the Ball Rolling with Research
I learned that waiting for perfect user data or PM direction can delay progress. By initiating a UX audit and journey mapping, I quickly uncovered valuable insights and energized the team. This experience taught me that kicking off research is the best way to navigate ambiguity, find opportunities, and bring the team together.
Embracing Bold Visions While Gaining Small Wins
In the first two months, I doubted that small iterations would solve our platform’s core issues. My strategy was to balance short-term wins with a long-term vision, proposing a bold plan to seek team buy-in while keeping on the small iterations. The final brand-new platform we built together was incredibly rewarding, reaffirming my belief in advocating for meaningful change.
Leading Impactful Collaboration
A key takeaway was the unexpected benefit of the user collaboration model I developed. Regular design check-ins with heavy users for feedback led to engineers reaching out directly, fostering a close-knit collaboration that significantly benefited development. This experience showed me how strong relationships between users and the development team can greatly impact product success.